Working in a team of three, we reimagined the Too Good To Go experience by turning “Surprise Bags” into meals users could feel excited about and return to.
Through user research and close collaboration with stakeholders and internal teams, we focused on improving retention by making the impact clearer,
the experience more intentional and sustainable, and the app easier to use regularly.
If you’d like to explore the work in more depth, you can view the presentation, prototype, or research via the links below.
Otherwise, scroll down to check out the full case study (In progress!)
Too Good To Go: The Experience Reimagined
Transforming mystery bags into meals that keep users coming back
What’s To Good To Go?
Too Good To Go is a mobile app that helps reduce food waste by connecting users with restaurants, bakeries, and grocery stores that have leftover food at the end of the day. Users can purchase “Surprise Bags” at discounted prices.
What’s a Surprise Bag?
A Surprise Bag is a bundle of unsold food offered at the end of the day — still fresh, but not sold in time.
The catch? The contents of the bag are a surprise — users don’t know exactly what they’ll receive until they pick it up. The goal of this feature is to reduce food waste while offering customers great deals.
The Challenge
While the app has successfully raised awareness about food waste, Too Good To Go asked us to better connect users with sustainable food choices, incentivise repeat use, and foster a stronger community around its mission of reducing waste.
High-Level Goals
Deepen user engagement beyond initial use
Maximise the platform’s role in reducing food waste
Build a stronger sense of community around sustainability
Discover Phase
First-hand testing
We tested the Too Good To Go service.
The first Surprise Bag felt acceptable and met expectations
Subsequent bags often a bit random, too many of the same products in a bag
This quickly raised concerns around transparency, perceived value, and trust.
User & stakeholder interviews
By interviewing 15 users , including sustainability-driven users, deal-seekers motivated by saving money,
and both current and former Too Good To Go users and clear patterns emerged…
Key Insights
Limited filters reduce user control
No control over quality or quantity of items
and high unpredictability of Surprise BagsReviews feel unreliable
Which problem has the most impact?
One issue stood out above the rest: users had no control over the quality or quantity of items. As one participant put it:
“Sometimes they just chuck everything into a bag and it’s frustrating.”
This highlighted how total lack of control directly impacts trust, value perception, and repeat use.
The Discovery
Emma needs more transparency in Surprise Bags, as the unpredictability of contents makes it difficult to plan and cook meals effectively, leading to potentially less impactful food saving.
Who is Emma?
Emma, our Persona, is a Mindful Foodie, she enjoys discovering good food, but she needs her choices to align with her values: sustainability, quality, and convenience.
What are Emma Goals?
Find high-quality, affordable, and sustainable food options.
Have control over what she purchases rather than gambling on surprises.
Support local businesses and discover trustworthy sellers.
What are Emma’s Behaviours?
Prefers predictable meal options over surprise deals
Tries to reduce food waste through mindful cooking, and portion control.
She likes to see ratings to help guide decisions
What are Emma’s needs?
Clearer transparency and quality control for Surprise Bags
Detailed user reviews and photos
Deliver Phase
Shaping a Smarter TGTG
We wanted the new Too Good To Go experience to feel clear, reliable, exciting and convenient, turning unpredictability into confident, conscious choices.
Shaping a Smarter TGTG
From
“I have no idea what’s in my bag”
To